Carling invites locals to the pub

Carling has unveiled plans to drive one million people back to the on-trade by distributing two million leaflets to households inviting them to their local pub.

Throughout May and June, consumers are receiving personalised leaflets from landlords inviting them to their local pub to receive a free pint of Carling.

The scheme is part of a wider effort by the brand to encourage greater activity in the on-trade at a time when nearly six pubs a day are closing in the UK.

It also follows on from last year’s campaign, which highlighted Carling’s use of British barley and encouraged consumers to visit local pubs and bars.

Research carried out after the campaign ended showed that 79% of licensees thought the programme had generated a good to excellent level of activity and 70% said that new customers had visited as a result.

John Kerwood from The Green Man, in Erwall, Derbyshire, said: “The pub was on its knees when we bought it but we spent quite a lot of time doing it up.

“The Carling free pint promotion helped us build a stronger client base and it drove people in that didn’t know that the place had been refurbished. We got a lot of repeat visits on the back of the activity”.  

Other activities being carried out by the brand this summer include Be Part Of It 2010 and the Pint Right Programme.

Be Part Of It 2010 aims to encourage consumers to visit bars and pubs more often and then stay longer once there.

Pint Right Programme is a staff training scheme, which involves mastering how to consistently serve the perfect pint.

Rupert Millar, 25.05.2010